Equivalence Class Formation and the N400: Methodological Issues

Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption

Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this literature by verifying whether these methods can predict the effects of antecedent events as motivating functions of attention, neural responses, choice, and consumption. Antecedent motivational factors are discussed, with a specific focus on deprivation as such a situational factor. Thirty-two participants were randomly assigned to the experimental and control conditions. Water deprivation of 11-12 h was used as an establishing operation to increase the reinforcing effectiveness of water. We designed three experimental sessions to capture the complexity of the relationship between antecedents and consumer behavior. Experimental manipulations in session 1 established the effectiveness of water for the experimental group and abolished it for the control group. Results from session 2 show that participants in the experimental group had significantly higher average fixation duration for the image of water. Their frontal asymmetry did not provide significant evidence of greater left frontal activation toward the water image. Session 3 demonstrated that choice and consumption behavior of the relevant reinforcer was significantly higher for participants in the experimental group. These early findings highlight the potential application of a multi-method approach using neurophysiological tools in consumer research, which provides a comprehensive picture of the functional relationship between motivating events, behavior (attention, neural responses, choice, and consumption), and consequences.

A family study of symbolic learning and synaptic plasticity in autism spectrum disorder

The current study presents a male with autism spectrum disorder (ASD) and a 3q29 deletion, and three healthy first-degree relatives. Our magnetic resonance imaging (MRI) dataset included a healthy control subset. We describe a comprehensive multimodal approach, including equivalence class formation, neurocognitive testing, MRI, and electroencephalography (EEG)-based cortical plasticity, which can provide new insights into socio-communicative and learning impairments and neural underpinnings in ASD. On neurocognitive testing, the proband showed reduced processing speed, attending behavior, and executive function. He required more training trials in equivalence class training compared with family members and exhibited impaired priming of words compared with priming with images. The proband had smaller intracranial volume and surface area and a larger visual evoked potential (VEP) C1 amplitude than family members and intact long-term potentiation (LTP)-like visual cortex plasticity. Together, these results suggest that 3q29 deletion-related ASD is associated with impaired problem-solving strategies in complex socio-communicative and learning tasks, smaller intracranial and surface area, altered VEP amplitude, and normal LTP-like visual cortex plasticity. Further studies are needed to clarify whether this multimodal approach can be used to identify ASD subgroups with distinct neurobiological alterations and to uncover mechanisms underlying socio-communicative and learning impairments. Lay Summary: We studied learning, brain activity, and brain structure in a person with autism and a genetic aberration, and his close relatives. Compared with relatives, the person with autism required more training for learning, and visual learning was better than verbal learning. This person had some changes in the activity of the visual cortex, and the size and the surface area of the brain were reduced. Knowledge about learning and brain mechanisms is valuable for the development of training programs for individuals with autism.

Equivalence relations do exist before they are tested: Confirmatory evidence revealed by EEG measurements

We examined equivalence-based N400 effects by comparing EEG data from participants with different experiences with equivalence testing. Before a priming task used in EEG measurement, Group 1 was given only matching-to-sample training trials whereas Group 2 was exposed to matching-to-sample training and equivalence probe trials. We asked whether exposure to the reinforcement contingency was sufficient to bring about an N400 outcome that might indicate potentially emergent equivalence relations or if such a response depended on experience with equivalence tests. Results showed robust N400 in both groups. Experience with equivalence tests did not further increase the N400 effects. Our findings add confirmatory evidence that equivalence relations may originate via the reinforcement contingency alone. Furthermore, complementary EEG data collected from priming tasks involving words from natural language showed functional overlap between laboratory-defined equivalence and natural word-based N400 effects.